Shift happens: PHD Global CMO says marketers buried in reporting instead of growth generation, risk obsolescence as marketing function restructures for next wave of gaming, influencer, commerce, decisioning disruption
Description
Chris Stephenson, global CMO of media agency Network PHD, thinks the marketing community has a weird and massive blindspot around gaming. That may be because they are buried in admin rather than doing actual marketing. Per PHD’s latest research study, 1,700 marketers around the world say their biggest time allocation is spent on reporting, not strategy, innovation and idea development. Those unable to shake off administrative shackles risk being overtaken by a marketing function overhaul now fast approaching – at least according to the group’s new book, ‘SHIFT: a Marketing Rethink’. In the short-term, it forecasts that key marketing and media roles will span influencer programmatic teams, game commerce, clean room development teams and decision scientists through to ‘layer designers’, VR world designers and ‘brain-computer interface developers’ in the mid- to long-term. Within 20 years we could see ‘quantum simulation developers’ “simulating the entire media universe” for brands. But for now, Stephenson thinks those rushing headlong into the metaverse and Web3.0 are barrelling into the trough of disappointment.
See omnystudio.com/listener for privacy information.
Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel...
Published 04/22/24
Marketing effectiveness is getting worse. Dan Krigstein, Director of think tank The Growth Distillery and Ogilvy Chief Strategy Officer and Innovation Lead, Toby Harrison, have spent the last six months working out why – and building a framework they are now bringing to market in a bid to reverse...
Published 04/18/24